| 네일샵 관련 인스타그램의 정보성, 유용성, 호의적 소비자태도, 네일샵 방문의도 간의 구조적 관계 |
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김정옥, 정연, 문대범 |
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| The Structural Relationship among Informativeness and Usefulness of Nailshop-related Instagram, Favorable Consumer Attitude, and Consumer's Nailshop Use Intention |
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Jung-ok Kim, Yeon Jung, Dae-bum Moon |
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| Abstract |
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The purpose of this study is to identify the direct and indirect effects of variables in the structural relationship between informativeness, usefulness, and favorable consumer attitude of nailshop-related instagram and consumer's use intention. It also suggest a practical proposal and marketing strategy for nail industry development by providing ways to spread and vitalize consumers' nailshop use intention. For this purpose, a questionnaire survey was conducted for 474 women in their 20s to 30s who had experience with Instagram. The results of this study suggest that favorable consumer attitude had the most influential effect on nailshop use intention among the variables that directly influenced use intention. And usefulness had the greatest direct influence on favorable consumer attitude among variables. Moreover, among the variables that had an indirect effect on nailshop use intention, informativeness affected most influentially nailshop use intention through usefulness. The results show that favorable consumer attitude and usefulness are important variables that have both direct and indirect effects on nailshop use intention. In addition, regarding the direct effects between variables, the effect of informativeness on usefulness was the most influential, which confirms that informativeness is a necessary variable for usefulness, usefulness for favorable consumer attitude, and favorable consumer attitude for nailshop use intention. |
| Key Words:
Consumer's use intention, Favorable consumer attitude, Informativeness, Nailshop-related instagram, Usefulness |
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